Fashion – far more than a few pretty frocks

The Romance Was Born show at Australian Fashion Week . . . what goes on behind the scenes is vital.
Photo: Steven Siewert

by
Hannah Tattersall

The past few years haven’t been all that peachy for Australian fashion designers.

Denim diva Ksubi was placed in voluntary administration early this year with debts hovering above $8 million.

Last year designer
Peter Morrissey
closed four stores and has not yet re-entered the clothing market.

Pyjama peddler
Peter Alexander
was forced to shut his three US stores after reporting multi-million dollar losses, and
Lisa Ho
had her own share of financial woes following the multimillion-dollar collapse of husband Philip Smouha’s fabric business.

A panel of industry experts at a Fashion Future and Deloitte-run seminar in Sydney last week stripped the glamour and stressed the importance of smart business models in ensuring the future of the industry. Deloitte partner Jacqui Franco emphasised that “failing to plan is planning to fail", and noted that designing was only 10 per cent of the fashion business – the rest was unpacking boxes, dealing with staff and paying bills.

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Panellists including designers Alex Perry and Carla Zampatti, David Jones’s general manager of women’s wear David Bush and founder of Peep Toe Shoes Nikki Hager said fashion schools should not be encouraging young designers to start their own businesses until they’d had industry experience.

Ms Zampatti, who has more than 40 years’ industry experience, said a long-term business strategy was paramount and designers should stick to their chosen aesthetic.

“Figure out what your handwriting is and don’t waver from it," said Mr Perry, whose ostentatious made-to-order gowns retail for upwards of $6000.